In the world of B2B marketing, social media has often played second fiddle to other channels, but that's bound to change. Social networks like Twitter, LinkedIn and even Facebook have taken a seat at the B2B table with more buyers using these platforms to gather information about potential purchases. In fact, 84 percent of B2B executives depend on social networks as a source of insight (1). Another 72 percent use social sites to research solutions to business problems. In addition, more than 9 in 10 buyers leverage this channel to interact with thought leaders in a particular industry.
Social data, including profile information reflecting job titles, descriptions and associations, can help flesh out a lead in more detail, giving a company the chance to tailor its marketing message specifically for an individual. This type of information can foster lead nurturing efforts by allowing for more relevant conversations with prospects. Companies can further empower their lead nurturing efforts through social listening and responding to leads who mention their brand on sites like Twitter where it's easy to react within minutes (2). By engaging those who take the time to mention a company, the buyer is essentially asking to build a relationship, and social channels are an effective way to do so.